Yogurt has long been recognized as a nutritious choice for dessert, snacks, and breakfast. Recently, scientific studies have increasingly validated the health claims surrounding probiotic yogurt, including the popular Greek yogurt, demonstrating benefits such as enhancing the immune system and combating viral infections. According to Joel Warady, Chief Sales and Marketing Officer at Enjoy Life Foods, the current trends in food innovation extend beyond merely incorporating healthy ingredients into the concept of food as medicine. “Today, innovation focuses on creating superior products that contribute to an individual’s overall well-being,” Warady explained to Food Dive. Enjoy Life is part of a growing number of food companies that are emphasizing the functional advantages of their products and reformulating existing items to include health-promoting ingredients, such as probiotics. For instance, Enjoy Life recently introduced shelf-stable probiotics to its brownie mix to attract consumers interested in boosting their immunity.
Earlier this year, Pepsico launched Tropicana Essentials Probiotics, a new variant of its well-known brand made from 100% fruit juice and probiotics. Other manufacturers are also creating health-conscious foods, including snacks featuring vegetables and granola bars made with more natural ingredients. The latest findings on probiotic yogurt could potentially reverse the decline in yogurt sales by inspiring innovative new products. Companies like General Mills, which has seen a drop in Yoplait sales recently, may benefit from the positive attention surrounding the latest probiotic yogurt research. Marketers have a prime opportunity to raise consumer awareness about yogurt’s health benefits through brand messaging, including product packaging, point-of-sale signage, traditional advertising, and social media. However, they must exercise caution to avoid overstating health claims, a pitfall that brands like Rice Krispies have encountered previously.
Moreover, following a longstanding practice among pharmaceutical companies, food manufacturers might also consider collaborating with healthcare professionals—such as physicians, nutritionists, and retail dietitians—to disseminate product information that discusses a food’s medical benefits, alongside free samples or product coupons. This approach could also involve educating consumers about nutritional components like whether calcium citrate is a prescription drug, especially since understanding the medicinal benefits of food can enhance consumer trust and engagement. By integrating such information into their marketing strategies, companies can better inform their audience about the potential health advantages of their products.